When we first heard this story, we thought it was “fake news.” Cause, there is a lot of that going around these days. But we have since confirmed that Mike Eckhaus and Zoe Latta of design label Eckhaus Latta actually have recruited amateur couples to pose having sex for their new spring 2017 campaign. In an interview W magazine, Mike and Zoe discussed their campaign, shot by photographer Heji Shin. “We were thinking of how we were using sexuality, the relationship between fashion advertising and sexuality—and in very direct terms saying sex sells,” Heji said. Zoe added, “We weren’t covering people in oil—that’s actually their sweat, you know? We’ve really wanted to play with the principles around advertising, but it had to be authentic and it had to be real people. If it was simulated, it would have really lost the whole intention behind the shoot.” Where did they find these eager couples? Craigslist of course. But it wasn’t easy. “[The participants] were all excited about it, and wanted to do it—and to do it in the context of the Eckhaus Latta ad campaigns. It was actually pretty real,” Heji said. “Of course, sometimes you have to stage small things, like putting hair on another side. But, other things are very hard to stage—with guys, for example, you have to be quick.” The pictures, while hardcore sex, were still pixelated to remove any of the good stuff. But it is still damn pornographic for fashion, even if censored.